Instagram Business
Lead ad form modernization
Led the strategy and end-to-end design of Instagram lead ad form's modernization.
Closed a critical feature gap in Meta's lead ad forms to help advertisers build more customized, higher-quality lead generation experiences, driving $XXM in incremental annual revenue.
- Product Designer
- Product Strategy
- UX Research
Context
Lead ad form at the center of Instagram lead gen hadn't been meaningfully updated in years, with a low submission rate of 3%.
Advertiser pain point
- Couldn't customize to the business: Different industries have different qualification needs. The form forced them all into the same shape.
- Tradeoff between volume vs quality: Short forms got more leads but weaker ones. Long forms qualified better but lost completions.
Consumer pain point
- Overwhelmed on first scan: A single-page form revealed all its asks at once. Consumers judged the commitment and bounced.
- Couldn't tell how far they were: No clear sense of progress.
Solution 1
Structural shift
Scale the form container for the future.
Solution 2
Feature improvements
Improve usability of existing features by helping people build trust and improving interactivity.
Solution 3
New tools
Offer tools advertisers need, such as optional questions and multi-select questions.
Impact
All form modernization projects shipped in '25.
Key takeaways
Sometimes XFN team might push for short-term approach to satisfy immediate needs and be able to meet team's goals.
When they do, it's important as a designer to take a step back to investigate the problem space, create a vision, and milestones to achieve it.
Full case study is under NDA
I'd love to walk you through the details. Contact me to learn more about this project.